ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

Gary Getto

Gary Getto
Gary Getto President Gary is a co-founder of ABX. He is a key thought leader in measuring communications effectiveness. Previously, Mr. Getto led VMS’ efforts to measure and analyze the combined impact of news coverage, social media, and advertising communications on key business metrics, such as sales or product preferences. He was primarily responsible for the ground-breaking work done by VMS in linking communications activity to business outcomes. It is here that Gary first developed the methodology and criteria for measuring advertising performance, the vision to benchmark every ad and build a comprehensive database of advertising performance metrics, and the process to do this in an affordable manner. Gary was also one of the first to apply artificial intelligence to the task of better understanding how communications impacts consumer behavior and has worked with communications leaders across a diverse set of industries. Gary has an extensive background in product development, strategic planning, and sales/marketing. He is a frequent speaker to the advertising, marketing, and public relations community. Gary holds a B.S., Mechanical Engineering from Lehigh University and a Masters in Management Science from Stevens Institute of Technology.
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Recent Posts

Part Three: Why OOH Advertising Rocks for Purchase and More

Posted by Gary Getto on Oct 31, 2016 7:36:31 PM

Today's post is the last installment in a three-part series on measuring advertising effectiveness - highlighting the best/worst Out-of-Home ads. The focus is on the last two of the four Data-Driven Keys featured in our new eBook: Reputation and Calls-to-Action. OOH advertising has a very strong place in the marketing mix, according to a review of thousands of consumer-panel evaluated OOH ads.

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Topics: Data-Driven Keys

Advertising Effectiveness: Creating Great Free-Standing Inserts (FSIs)

Posted by Gary Getto on Aug 8, 2016 9:51:32 AM

Like all mediums, Free-Standing Inserts (FSIs) can be enormously effective for driving Purchase and other Calls-to-Action, but only when the creative is strong. Today we'll look at some of the best and worst of thousands of FSIs benchmarked by the largest syndicated research database of measured ads in the world.


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Topics: Data-Driven Keys

ABX Partners with the ANA / AFE at the White House to Launch Gender Equality Measure for Ads

Posted by Gary Getto on Jun 29, 2016 10:40:41 AM
The Association of National Advertisers Alliance for Family Entertainment(ANA AFE), and other key partners, kicked-off #SeeHer, a major initiative supported by the White House, challenging the advertising world to eliminate the biased portrayal of women in media and advertising. The goal of the initiative is to realize a 20% increase in the accurate portrayal of all girls and women by 2020, the 100 th anniversary of American women’s obtaining the vote.

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Topics: Gender Equality Measure

Can you Find the Waste in your Marketing Spend?

Posted by Gary Getto on Apr 29, 2016 4:05:58 PM
"Half the money I spend on advertising is wasted; the trouble is, I don't know which half." John Wanamaker
Today's post is written by guest-blogger, Michael Wolfe, CEO of Bottom-Line Analytics.  

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Topics: Data-Driven Keys

Are All Mediums Equally Effective?

Posted by Gary Getto on Apr 13, 2016 10:23:30 AM
 
If you answered TV or digital, to the question above, you would be wrong.  In fact, if you chose any singular medium you would be incorrect. Truth is, all mediums deliver a strong ROI on your advertising investment depending on the specific needs of a campaign and the brilliance of the creative material. 

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Topics: Data-Driven Keys

Think Your Ad Creative is Effective? You May be Shocked.

Posted by Gary Getto on Mar 15, 2016 11:45:47 AM
Generating effective ad creative is hard and data proves we are unsuccessful more often than not.  Every advertiser risks his advertising investment with a large number of suboptimal, poor-performing ads he doesn't know about that is reducing his ROI and causing lost opportunities. But there's hope!

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Topics: Data-Driven Keys

What Were they Thinking? The Five Worst 2016 Super Bowl Ads

Posted by Gary Getto on Feb 16, 2016 12:03:13 PM
In Friday’s post, we looked at the Top Five Super Bowl 2016 ads and why they were truly “Effective” as opposed to just “Likeable.” We also said this year’s crop of ads was disappointing compare to years’ past, with 2/3 below “average” as measured by ABX ad effectiveness research.  We didn’t even mention the ads at the bottom of the rung, which include some real zingers that we'll dissect today.

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Topics: Super Bowl 2016

Subway Wins Top Ads of the Week in Three of Five Media Types

Posted by Gary Getto on Feb 3, 2016 10:44:55 AM
Subway’s back, with gusto!  Of ABX’s Top Ads of the Previous Week, Subway scored #1 in three of the five media types tested by ABX each week – Television, Internet and Out-of-Home.  Relating to its slogan, “Founded on Fresh,” the highly effective advertising plays off words, letters and numbers with super-crisp typefaces, memorable low prices, and fresh-looking food.
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Topics: Restaurants

McDonald's All Day Breakfast - Hashbrowns Yes, Hashtags No

Posted by Gary Getto on Nov 24, 2015 1:50:36 PM
We evaluated McDonald’s new “Breakfast All Day” creative.  If you’ve seen our previous data, you know that McDonald’s has been struggling all year in ad effectiveness. 
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Topics: Restaurants

Ad Execs Say Today’s Creative is Good. Is it?

Posted by Gary Getto on Oct 20, 2015 12:07:35 PM
 A  recent CRN International survey of 124 advertising executives concluded that advertising creative today is more than adequate, and almost 30% said it had improved over last year. We beg to differ.
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Topics: Credit Cards

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  • Implications for marketing, creative and media planning
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